STRATEGI VIRAL MARKETING PADA AKUN INSTAGRAM WAROENG STEAK AND SHAKE UNTUK MENINGKATKAN BRAND AWARENESS

Riyanto Wicaksono, NIM.: 19107030044 (2023) STRATEGI VIRAL MARKETING PADA AKUN INSTAGRAM WAROENG STEAK AND SHAKE UNTUK MENINGKATKAN BRAND AWARENESS. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research aims to analyze viral marketing strategies on @waroengsteak Instagram content to increase brand awareness. This research uses qualitative research methods with descriptive research types constructed with viral marketing and brand awareness theories. The research was conducted using primary data and secondary data. Data collection was carried out through interview sessions, observation and documentation. The informants used in this study were 3 main informants, consisting of 2 informants from Waroeng Steak and Shake and 1 marketing practitioner as triangulation. The results of this study indicate that @waroengsteak Instagram content can increase the company's brand awareness by applying viral marketing strategies to content produced such as collaborative content or event marketing and educational content.

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